Strategies for Sainsbury's to Enter Emerging Markets: Research Project

This research project examines the strategies Sainsbury's can employ to enter emerging markets, focusing on globalization factors, market entry methods, and their benefits. The project begins with an introduction outlining the background and objectives, aiming to analyze Sainsbury's expansion str...Read More

RESEARCH PROJECT
(Different strategies to enter into the emerging
market)

Table of Contents
PART 1: RESEARCH PROPOSAL ...............................................................................................3
INTRODUCTION...........................................................................................................................3
Background.................................................................................................................................3
AIM AND OBJECTIVES................................................................................................................3
Aim: ............................................................................................................................................3
Objectives:...................................................................................................................................3
RATIONAL.....................................................................................................................................4
LITERATURE REVIEW................................................................................................................4
Theme 1: Factors of globalisation while entering in emerging market.....................................4
Theme 2: Strategies used by business to enter into the global market.......................................5
Theme 3: Benefits of such strategies in relation to expansion of business in global world......5
RESEARCH METHODOLOGY.....................................................................................................6
TIME PLAN....................................................................................................................................8
REFERENCES..............................................................................................................................10

PART 1: RESEARCH PROPOSAL
INTRODUCTION
Globalisation is a process which brings the companies to expand their business
internationally and also manage their internal activities for growth in longer terms. The concept
of globalisation are more adapted by companies in cases of providing fast delivery of services
globally and also communication through different person are easier. Thus, if any companies
want to expand their business activities in the international market or bring their business start-
up, globalisation helps the companies to engage with other activities internationally. Present
report is based on Sainsbury company which is founded in 1869 by John James. It also
considered to be third largest chain in supermarket with having 16.9% shares. Researcher
conduct research on this company and there strategies to achieve goal in global world.
Background
Globalisation provides the rights to the people to expend their business and their products
freely in the global market and through such activities they can expand their business in
emerging market. As the market and the taste of the customers are changing which is major
aspect of maintaining their stability in the market, in such cases globalisation provides such
facility in terms of investment and also impose trade barriers in which they have to follow at the
time of importing and exporting goods and services. Sainsbury also want to enter into the
emerging market in terms of expansion and they used various strategies to bring their business
into large scale.
AIM AND OBJECTIVES
Aim:
To outline the strategies that can be adopted by business to enter emerging market - A
study on Sainsbury.
Objectives:
 To outline the factors of globalisation while entering in emerging market.
 To examine various strategies used by business to enter into the global market.
 To identify the benefits of such strategies which are examined in context of expansion of
business in global world.

 To provide recommendation in regarding the strategy which can be adopted by business
for entering into emerging market.
RATIONAL
Researcher selects this topic as they find it interesting to conduct research on various
strategies and the factors through which the companies adapting their expansion activities in the
global market. As many other authors and researcher already research on this relevant topic so
lot of data and information are already gathered, research can use such data and information to
conduct the valid research. There are various factors which the researcher came across sand that
the reason, researcher feel more interesting to gather more information and collect the original
data from this relevant topic.
LITERATURE REVIEW
Theme 1: Factors of globalisation while entering in emerging market
According to Kotabe and Kothari, (2016) stated that the major factors which results in
helpful for the country in terms of globalisation is related to economy growth. As company can
easily transfer their goods, products and services through different counties which engage their
internal growth in emerging market. As before many regulation are imposed which restrict the
companies import and export their products and also tax are imposed which is now restricted.
Companies can freely deliver their products to other countries.
Thite and et.al., (2016) criticised that sometimes it reflects the economic growth of the
country in case of country having less population. In such cases if they import many products
than it harm the economy of the county as the usage of the products is less which results in
wastages of resource and also the disposal which harm the environment (Globalisation, 2019).
Environment is affected in various ways such as water, air and natural factors in such cases
receiving heavy delivery of goods affects the environment and the people who are not using such
goods on demanding.
Bryman, (2016) suggested that the factors which is important in globalisation is related to
technology advancement. As due to fast upgrading technologies they can attract more customer's
and also impose various facilities which provides more growth to the company. In matters
related to advance technologies they can innovate new products in the market. As the taste of
customers are changing according to changes in environment which reflect the competitors to

adapt various techniques to distract the interest of customers and bring their own products in the
market. Various promotional techniques are adopted if the company advances their technologies
in different way.
Theme 2: Strategies used by business to enter into the global market
Meyer and et.al., (2018) viewed that organisation may uses various strategies to enter into
the emerging market which can be firstly in terms of franchising their company to different
person. As if one company deal in franchise agreement it means they give the rights to any
person to carry their business activities and that person can use that brand name of the company.
By using this strategy they can expend their business into different countries and also a fixed
share of profits which the franchisee earned had to given to franchisor.
Ryan, (2016) argued that Franchise strategy is very risky in terms of expansion as there is
no guarantee of the franchisee to use the brand name of the company for better use. They also
take the advantages of such name in dealing with any other business. This can harm the image of
the company and their trade mark which is not easily available to any person. A lot of formality
are requires taking the franchise name and to carry their business in different areas.
Day and Schoemaker, (2016) examined that direct exporting is also one of the strategies
which the business uses in the emerging global market. They directly sell their products and
services in the market. No intermediates are used to deal with any business activity to enlarged
their activities in global business. In these strategies there is a close relationship between the
agents and distributors as they didn't have to pay any remuneration to any person and they can
hire the staff according to their instruction and rules which they are bound to follow it.
Theme 3: Benefits of such strategies in relation to expansion of business in global world.
As per Trigeorgis and Reuer, (2017) stated that the benefits relating to franchising is that
it help the start up companies to enhance their business into longer terms. As it promotes the
country to remove poverty and provides chances to get employment. In such way the people who
had no job can start their own business and get profits. The benefits to get the franchising is that
they didn't have to promote their business into new scale. As company brand name are already
renowned and many customers are already attracted with the service which they are offering. So
the franchisee didn't have to spend money to promote their services in terms of advertisement or
any promotional activities to be carried on for this purpose.

Warner and Sullivan, (2017) suggested that companies can use innovative and creative
way to bring their products in the market and expand their business internationally. Through this
activity they can create more flexibility in communication process and also increase their
productivity in global markets. They can directly deal with public to delivered their products and
they can attract the customers through their own demanding products which are in needs and
wants for the public. As many competitors enter in the market if the company not planned with
their expansion activities or to innovate new products which attached the customers demand for
longer terms. But with this expansion there are more trade barriers regarding the tax systems or
government norms which restrict the companies to export or import their products to any other
countries in relation to economic growth.
RESEARCH METHODOLOGY
 Research Philosophy: It is mainly used to improve the skills and knowledge of the
researcher in results of collecting information and matter which is helpful in conducting
research. There are two types of research Positivism and Interpretivism. Researcher will
apply Interpretivism research to carry forwards their research activities. Thus, they can
interpret the available data and study on certain topic which is helpful in collecting the
different information from that available data (Singh and et.al., 2018). Various
philosophies are implemented regarding assumption and perspectives to conduct a deep
study in that relevant topic.
 Research Approach : It involves various plan and procedure which is used to collect the
data and the areas from which the information are gathered. The approaches can be used
so that they can minutely gather the information which helps in bringing changes and also
evaluate matters which the government are the least care to solve it (Li, Cui and Lu,
2018). There are two types of approaches Inductive and Deductive. Researcher will apply
inductive research so that they know the reviews and matters of the people by conducting
the survey. It includes proper planning procedure to carry forwards their research
activities and also assemble various data from that collected information.
 Research Design: In this design it includes the plan which helps in conducting
appropriate research. It includes various experimental data, conducting survey, use
various techniques to design their research work. There are two types of research design

as Quantitative and qualitative methods. Researcher will apply qualitative method to
conduct there research. In this method they use various authors views, employees
thoughts and understanding regarding the selected topic and they can gather as much
information from public (Meyer and Peng, 2016). There is no such restriction regarding
the number they can research on many people to conduct their survey through this
method.
 Data Collection : After having all the research, in this method the data and information
are collected so that appropriate question are prepared for conducting the further
interview and research process. It includes two types of data collection, primary and
secondary (Reijonen and et.al., 2015). Researcher will apply both types of data collection
method to conduct the research. As primary sources are related to original work which is
need to distinguish their research work from other authors and secondary is relevant to
the work of previous authors and also the matter which they used is related to other
researcher. In such cases both the method are important to make a successful research
project.
 Data Analysis: Once all the information are gathered they are collected, analysed, inspect
and then transform them into the final procedure. It is the final stage which is important
for every research activity. In this analysis it involves some goal which is to archived
while determining the usefulness of research. It includes the thematic method to analyses
for more accurate results (Noe and et.al., 2017). Researcher will use this method so that
there are more chances of getting correct information and the survey is to be presented in
appropriate manner. Due to adopting the thematic method, researcher can collect more
information and also they can inspect the data which they collected to get the accurate
results.
 Sampling : Sampling is the method which is used to collect the relevant information
when there are large number of population from which the data are collected. If the data
are collected at bulk it becomes more time consuming concept to get the accurate results
in such cases researcher will use random sampling method to carry their research activity
(Thite and et.al., 2016). They collect data from the random number and further carry their
research so that they can save their time and money in conducting the research from large

population. As the results are almost similar if the research is conducted from large
population. In this research, researcher conduct survey from 20 respondents regarding the
various strategies to be used by business in emerging global market.
 Ethical Consideration : Researcher had to maintain certain ethics at the time of
conducting the research. They didn't have to disclose the company internal information
without taking appropriate permission from the company owners (Kotabe and Kothari,
2016). At the time of research they didn't harm any person or any property to collect
information which requires conducting valid research.
TIME PLAN
Activity 1th
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k
2nd
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k
3rd
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k
4th
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k
5th
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k
6th
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k
7th
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8th
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k
9th
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10th
Week
11th
Week
Search the
topic which
is interesting
and unique.
Literature
Review is
examined on
the selected
topic
Conduct
Research
methodology

Factors
which
determined
through this
research
Once the
factors are
examined,
Questionnair
e are
prepared
Collect the
relevant
information
from such
research.
The data are
collected in
thematic
method form.
After
collecting the
data they are
to be
rechecked
again.

Submit, the
report with
rectifying the
errors.
REFERENCES
Books and journals
Bryman, A., 2016. Social research methods. Oxford university press.
Day, G. S. and Schoemaker, P. J., 2016. Adapting to fast-changing markets and
technologies. California Management Review. 58(4). pp.59-77.
Kotabe, M. and Kothari, T., 2016. Emerging market multinational companies’ evolutionary
paths to building a competitive advantage from emerging markets to developed
countries. Journal of World Business. 51(5). pp.729-743.
Li, M. H., Cui, L. and Lu, J., 2018. Varieties in state capitalism: Outward FDI strategies of
central and local state-owned enterprises from emerging economy countries. In State-
Owned Multinationals. (pp. 175-210). Palgrave Macmillan, Cham.
Meyer, K. E. and et.al., 2018. Overcoming distrust: How state-owned enterprises adapt their
foreign entries to institutional pressures abroad. In State-Owned Multinationals. (pp. 211-
251). Palgrave Macmillan, Cham.
Meyer, K. E. and Peng, M. W., 2016. Theoretical foundations of emerging economy business
research. Journal of International Business Studies. 47(1). pp.3-22.
Noe, R. A. and et.al., 2017. Human resource management: Gaining a competitive advantage.
New York, NY: McGraw-Hill Education.
Reijonen, H. and et.al., 2015. The impact of entrepreneurial orientation on B2B branding and
business growth in emerging markets. Industrial Marketing Management. 51. pp.35-46.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Singh, D. and et.al., 2018. Corporate expansion during pro-market reforms in emerging markets:
The contingent value of group affiliation and diversification. Journal of Business
Research. 82. pp.220-229.
Thite, M. and et.al., 2016. Internationalization of emerging Indian multinationals: Linkage,
leverage and learning (LLL) perspective. International Business Review. 25(1). pp.435-
443.
Trigeorgis, L. and Reuer, J. J., 2017. Real options theory in strategic management. Strategic
Management Journal. 38(1). pp.42-63.
Warner, M. and Sullivan, R. eds., 2017. Putting partnerships to work: Strategic alliances for
development between government, the private sector and civil society. Routledge.

Online
Globalisation. 2019. [Online]. Available through:
<https://www.economicsonline.co.uk/Global_economics/Globalisation_introduction.html>
.